Repurposing content; the essentials for small business
As a business owner or entrepreneur, there's a good chance that you are constantly caught between having to wear all the hats and play several different roles in your business. There's also a good chance that you don't have an entire team behind you to help you create, capture, film, edit, caption, schedule and post all your content.
Which is why it can be extremely beneficial for you to learn how to effectively repurpose your content.
One of the most obvious reasons is that it saves you time and effort. However, let's discuss a few more reasons as to how it can be incredibly helpful to repurpose your content:
Why to repurpose content:
1. Enables you to achieve multiple goals:
Perhaps you have various goals when it comes to the online space and your business, for example your goals might be to:
establish a strong online presence
increase brand awareness
build a strong community
increase traffic to your website
Being on multiple platforms is an effective way to accomplish these goals. However, time is of the essence, therefore, repurposing content for various platforms is a great way achieve multiple goals when you are on a strict time schedule.
2. Gives you the chance to redeem less successful content:
There might be an occasion or two that you can recall where you may have spent hours creating a piece of content and it didn't perform as well as you may have hoped. However, this does not mean that it is any less valuable or necessary for your community. So, consider reposting it on another platform. And if possible, consider editing some things from the original piece; for example, the introduction or 'hook' of the content.
3. Diversifies your content:
We as humans are multifaceted people. Meaning, we are all different and have different preferences. This means that people also have different preferences for the type of medium they prefer when they consume content. For instance, some people prefer to read a blog, some prefer to watch video, others might prefer to listen to a podcast or some other sort of audio. Consequently, if you diversify your content using various mediums, this will increase your chances to reach a wider audience.
4. Maximizes time and effort:
Repurposing content allows you to yield more output with approximately the same amount of input, while maintaining quality. Essentially, and possibly most importantly, repurposing content saves you time and energy so that you can focus on other aspects of your business.
5. Increases your overall online presence:
Having a strong online presence is important to build brand awareness. By being on multiple platforms, not only does this raise overall brand awareness, but it also increases your reach to new potential customers or clients, which ultimately allows you to build your community, and the potential to increase sales.
Building your online presence also improves SEO.
For more details on SEO, check out our blog Everything you need to know about SEO.
6. Builds confidence + enhances your expertise:
By repurposing your content on different platforms or with different mediums, this helps to reinforce and spread your message as well as helps you to become more well-versed (and confident) in your messaging.
7. Avoid burnout.
Burnout is real. And it can be extremely draining when you are constantly trying to think of new ideas to create content.
However, you can do things to avoid it, like repurpose content ideas, instead of trying to reinvent the wheel each time you create a post.
How to repurpose content:
Now that you know several reasons why it can be beneficial to repurpose content, let’s discuss some ways in which how to effectively repurpose your content.
It all starts with one idea.
Every piece of content, whether a blog, a podcast, a video or even a silly meme, they all begin with one concept or idea.
Once you have decided on an idea, concept or message that you want to expand on, write it down! Next, before you dive into creating it, pause for a moment and consider the ways in which you are able to repurpose it.
It should be noted that it is not necessary to have a blog for your business or to even effectively repurpose content; however, blogs are extremely beneficial in helping to repurpose content ideas and to improve SEO.
It is also important to practice creating 'evergreen' content (content that is not time-sensitive or has an expiration). This is content that will remain relevant for years.
Write a blog post. If you don’t have a blog – write down your general content idea.
Create a slide deck using information from the blog post. A slide deck can be used for presentations (virtual or in-person).
Resize slide deck for different ideal formats to fit various platforms (carousel or single posts for Instagram, pins for Pinterest). If you are a member of Canva Pro, you will notice that there is a tool that enables you to easily resize content for various social media platforms.
Create videos. Use the slide deck or pins for Pinterest and turn your slides into a video with a voice over! Or create a YouTube video that goes into much further detail and a TikTok video that summarizes the information from the blog/idea.
Create PDFs for freebies to use as lead generations.
Create an audio version or Podcast.
Create email newsletters or mini training.
Create infographics + checklists. These can be used for clients, social media or for freebies/lead generation.
Go Live on Instagram/Facebook/TikTok or host a room on Clubhouse and discuss information from idea or blog post.
Send early-access of content and information to subscribers of your newsletter (before posting content on social media). This will help to build relationships with the people subscribed to your newsletter as they become the VIP's who receive early access.
Chief Creative Officer